Miller High Life
Sandstrom Partners was hired to develop a new brand architecture for Miller High Life: once the most popular beer in America but now a sub-premium brand with limited sales and distribution. Our strategy was to address the disconnect modern beer drinkers have with their brands by giving them a connection to authentic American beer history. We re-introduced the brand through the use of heritage iconography: the soft cross Necker label, girl on the swing icon, rhomboid shape on the cans, “Champagne of Bottled Beers” slogan, and tall blonde bottle shape. Each of the vintage elements was freshened enough to work effectively in today’s culture, giving Miller High Life renewed energy while retaining its luster.
The results were astounding. Initial sell through was far above forecasts, and Miller Brewing immediately allocated $50 million of their advertising budget to support the new branding. Sales grew exponentially, and the brand was restored to premium positioning.